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Full Text

THUNDERBIRD 1971
vol. XXI
published by the thunderbird staff at
Dedica tion 1971
Norton Sobo
As we here at Thunderbird come to the close of our academic careers, the
memories of the mediocre educators we have encountered fade and only men
of excellence and profoundness remain. In this spirit, the staff of the Thun­derbird
dedicates its 1971 edition to Professor Norton Sobo.
Students of Professor Sobo have had the privilege of sharing his vast per­sonal
experience in the world of advertising. His ability to relate with students
has enabled him to make each of his courses a unique personal experience.
The lessons he has taught us will not be forgotten, and as we step out into the
world of business, we are better for having known him.
3
EDITOR
J. Matteson
Quiet hours
by the pool
5
-
Birds of a Foreign Feather
Big corporations flock to a small school in
Arizona-to send the graduates packing.
A SMALL SCHOOL with an unlikely
name, sitting on the edge of the desert
outside Phoenix, Ariz., has a special
lure for major U.S. corporations. Firms
like Caterpillar, American Express,
Mobil and Union Carbide hire its
graduates for only one purpose-to
send them away.
The 7.50-student Thunderbird Grad­uate
School of International :\'!anage­ment
is unique in the U.S. as the only
school grooming students exclusivPly
for international careers, primarily in
business. Relatively unknown in
the U.S., these "Thunderbirds"-some
6,000 of them now-abound in mid­dle-
and top-management slots from
Moscow to 1\!onlevideo, the Sudan to
Singapore.
What makes them so special? Ex­posure
to the realities of what they
will face in the country of their choice;
a good working vocabulary (up to
3,000 words) in the language, taught
by nationals of that country (who
also steep the graduates in its cus­toms
and culture); and a sophisti­cated
novice's appreciation of the
niceties of dealing with top nationals
on their own terms.
The school is located in a palm
and olive setting 16 miles outside
Phoenix in the grounds and buildings
of a World \Var II Army Air Force
pilot training center. It was the brain­child
of the late Lieutenant General
Barton Kyle Yount, who was also a
prime mover behind the Air Force
Academy at Colorado Springs, Colo.
Yount, commander of the Army Air
Force Training Command during
World War II, started it in the con-
-US. Business Worldwtde: Arizona View-
Thunderbird Graduate School's professors often ore men with a lifetime of
business experience abroad behind them. But this first-hand knowledge is im·
portant to more people than iust Thunderbird students. Forbes asked two
professors, Christian Larsen and Alvin Marks, to go as for out on a limb as
they could on what they thought about U.S. industry's international involvements.
U.S. corporations are leaders in
multinationalism, American banks are
opening up around the glohe. Does
this mean the U.S. is ahead of the
ga11e in the u;orld market?
LAnSEN: No. Exports are lagging.
World trade increased by 14% last
year, but lJ .S. exports increased by
only 7%. In 1966 we had an $8-billion
trade surplus-very healthy for our
balance of payments. This year we'll
be lucky tc. get $2 billion. We're not
keeping up.
\VIzy not?
1\IAnKS: America is still accustomed to
being its own best customer. Exports
are only 4% of our gross national prod­uct.
That's a lot of money, more than
$30 billion. But we must be a trader
nation. If the world doesn't trade we
go back to the Thirties.
Do you fauor trading with the
Comnwnists?
MARKS: I think it absolutely essential
that we trade with Russia and with
every Eastern bloc country. And we
must open up China.
LARSEN: It's essential we trade with
China, for they're already doing busi-ness
with other countries. Plus I
think in trading we get to know the
people better-it's the most beautiful
relationship that can develop for peo­ple-
to-people programs.
The British and Canadian govern­ments
increasingly have their foreign
seruices acting as operating arms of
their commercial interests. This great­ly
helps their businessmen. Should
the U.:. State Department follow suit?
LARSEN: It helps if our ambassadors
have a feel for international business.
An understanding. But I don't know
that they should be more involved
than that. The unfortunate part of
our system is that the ambassador is
in a post for only two years. By the
time he's just getting to know the na­tionals,
he's gone.
Is the two-year tour mandatory?
LARSEN: No. It is State Department
custom.
MARKS: You must realize that the
U.S. Government is a world leader, a
political superpower with a superpow­er's
responsibilities. In my view we
shouldn't try to mix the State Depart­ment
and our international business­men.
But the commercial and political
viction that U.S. business would be
widely involved internationally once
the war ended.
First known as the American Insti­tute
for Foreign Trade, the school
opened in 1946 with a handful of stu­dents
and a "learn-as-you-go" curricu­lum.
Its capital funds were unsecured
loans from Arizona banks and the
school's directors. Yount was presi­dent
until his death in 1949. His
grandson was enrolled this fall.
Today, full-time graduate students
are offered a two-semester course re­sulting
in a Bachelor in International
Management degree, or a three-semes­ter
program giving both a bachelor's
and a master's degree. There are spe­cial
Key Man courses that enable cor­porations
to send men to Thunderbird
for intensive three- or six-week lan­guage-
and-culture programs. General-attaches
should be better trained,
more aware of what the businessmen
are doing, and why.
In the years since The Ugly Ameri­can
has the U.S. image improved?
MARKS: There's still a great deal that's
good and favorable that U.S. embas­sies
should be telling the nationals
about America and about American
operations in their country. The U.S.
invented public relations, but you
wouldn't think so overseas. The State
Department !eerns afraid to release
-
ly speaking, howeYer, students in the
two- or three-semester programs are
not IHJrking for companies-yet.
"􀆗􉜱1ost of the people here are pay­ing
their own way," says a school
spokesman. "That's about $6,000-in­cluding
living costs-for three semes­ters."
Married students predominate,
and wives are encouraged to attend
classes. "We have no dissent prob­lems
here; everyone's too busy," adds
Alvin t-1. Marks, professor of Interna­tional
Management.
Everybody Gains
Thunderbird School may be unique
operationally, too-90% of its operat­ing
expense is met from student tui­tion
and fees. However, for a business­oriented
college, it is fast picking up
on corporate-giving techniques. Last
year, when corporate-giving to private
Professor larsen
facts. Stuf that should be front page
in foreign capitals ends up in small
type on page 17 because communicat­ing
with the nationals is in a miser­able
state. America's image sufi'ers be­cause
of it. The climate for doing
business would be helped by good PR.
Plus we have all these junketing
senators and congressmen who drop
in and make fools of themselves. They
love to insult whichever country
they've visited last with high talk of
corruption and graft.
You mean that it is one more case
education generally ll'as down. Thun­derbird
got more than it sought-and
as a result 110\\' has a 8500,000 library
under construction. 1'\ot mcrclv a li­brary,
of course, but an infon􀄝􁵡ation­collection-
and-retrieval center on ev­erything
connected with international
trade, including highly specialized
country files chockablock with mate­rial
fed back from past graduates.
The newest acc1uisition at Thunder­bird
is its president, Robert F. Dela­ney,
44, who took up his post last
month after directing the Edward R.
Murrow Center of Public Diplomacy
Jt Tufts Universitv's Fletcher School
:)[ Law. Before th;1t, Delancv was an
assistant director of the U.S. Informa­tion
Agency, and previous to that had
been public affairs adviser for Esso
Standard Oil in the Caribbean and
Central America.
Delaney aims to keep Thunderbird
as far ahead of the pack in the Seven­ties
as it was in the Forties, Fifties
and Sixties. "It's no longer just the
profit-and-loss statement in the inter-of
the pot calling the kettle black?
MARKS: Meaning they could be more
diplomatic about it. All they seem to
want is headlines.
Which U.S. industries really know
how to operate overseas?
LARSEN: The oil industry, of course,
has to be No. One. They have larger
investments than other industries­they've
been in the field longer than
most of the others.
MARKS: And they've become socially
conscious to a tremendous degree, be­cause
with their heavy investment they
have to look down a very long road.
What could the U.S. Gocrmment
do to help the U.S. intemalional busi­nessman
generally?
LARSEN: Provide one single coordi­nated
agency at the federal level to
handle the U.S. international business­man.
It should be capable of every­thing
from paperwork to guaranteeing
credit. There are just too many or­ganizations
involved.
Is that what our export industry
most needs?
MARKS: One thing it certainly needs is
lower-cost goods. Costs of U.S. goods
abroad are getting way out of line.
Then there's this move to protection­ism,
and that could make things more
dificult. Look at steel. I'm afraid the
n.ltional picturC'. '\m1· therP are to11gh
political, social and ps1-chological fac­tors-
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7015 NO. 57TH DRIVE
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Congratulations!
1971 Grads of
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5418 W. GRAND AVE. 937-2791
Best Wishes to the Class
of 1971
Thunderbird Graduate School
MARICOPA z Prln•era, Inc.
LITHOGRAPHING
525 WEST JEFFERSON ST.
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BIRDS OF A FEATHER . • •
CONGRATULAT IONS to STUDENTS, FACULTY and
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THUNDERBIRD BANK
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57th Ave & Glenn Dr. Member F .D . I . e . Tel. 934-3211
SALES [pmfi]J[p@ SERVICE
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LA PERLA RESTAURANT
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5912 W. Glendale Avenue
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1726 N. 22nd Ave.
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Phone 252-1756
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